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Media planning session 3 Media planning session 3 Presentation Transcript

  • + Media Planning v3
  • +  Evolution of TV research  Auditing TV advertising  Research terms for TV  TV planning  Innovations in TV advertising
  • +  Evolution of TV research  Auditing TV advertising  Research terms for TV  TV planning  Innovations in TV advertising
  • + DART  Followed by DD initially and other clients on an ad-hoc basis  Disadvantages:  Memory based  Incorrect attribution  Low memory of niche vis-a-vis mass channels
  • + Diary panels  Initiated by IMRB  Maintained a Diary which was filled by the HW  Collected on a weekly basis and analysed  Disadvantages  Memory based  Incorrect attribution  Overstating Mass GEC channels  Inadequate recording of others viewing
  • + PeopleMeter systems  Introduced by ORG-MARG  Similar system introduced by IMRB  Different systems used for measuring – Picture matching vs Frequency matching  Kantar Media formed  Unified body - TAM
  • + How does the PeopleMeter system work?
  • Undertake Installation of Installation of establishment PeopleMeters surrogate HH’s surveys Substitution of HHArrive at TV and matching on upto 9 Analysis of data C&S estimates criteria Sample sizes Random samplingdecided for each among the homes Release of data C&S vs SEC to arrive at the segment panel HH’s
  • + How does the PeopleMeter work? Set Monitoring Unit Home Management Interface Remote Control Handset
  • + Metering Technology - ACN 6000 system Set Monitoring Unit Module 1 2 3 4 5 6 7 8 9 10 11 12 VAC X Detector Sensors TV Tuner Remote
  • + Measuring the TV rating Meter Using Peoplemeters Research Company Research company determines representative sample METERS installed Individual householder details recorded Householder “pushes button” when watching. Recorded as a viewer Data on-line to research company Handset
  • + The Picture Matching technology
  • +  Evolution of TV research  Auditing TV advertising  Research terms for TV  TV planning  Innovations in TV advertising
  • + Auditing the TV advertising  MAP – methodology  MAP reports
  • +  Evolution of TV research  Auditing TV advertising  Research terms for TV  TV planning  Innovations in TV advertising
  • + Research terms
  • + Reach  Of A Media  % of People who consume a media a minimum number of times in a stipulated period  TV – Atleast watched once a week  Cinema – Atleast seen once a month  Of A Channel  % of People who have seen a channel for atleast “n” minutes
  • + Computing Reach Total TG = 8 TG which saw the commercial = 4 Hence, Reach = 4/8*100 = 50%
  • + Computing Reach Total TG = 8 TG which saw Bidayi =4 TG which saw Balika Vadhu= 4 Hence, Reach = 6/8*100 = 75%
  • + Effective Reach Total TG = 8 TG which saw Bidayi =4 TG which saw Balika Vadhu= 4 TG which saw Antara =4 Effective reach @1+ = 8/8 =100% @2+ = 3/8 = 38% @3+ = 1/8 = 13%
  • + TVR/ TRP’s A TVR measures the popularity of a programme/ advertisement by comparing the number of people who watched against the total available as a whole One TVR = 1% of a target audience If an ad on Balika Vadhu got a TVR of 7, it means 7% of the audience saw the ad
  • + Min 1 Total man minutes 2 = 8 consumers x 5 mins = 40 3 4 5
  • + Min 1 Total man minutes consumed = (4+6+5+4+5) = 24 2 3 4 5 TVR = Man minutes consumed/ man minutes available*100 = 24/40*100 = 60
  • + Time band rating The TVR is averaged from the start minute of the given time band to the end minute TVR : 6.4 12.2 11.6 12:00-15:00 10.4 8.6 7.2 5.9 5.3 5.1 5.1 4.3 0.6 12:15 12:30 12:45 13:00 13:15 13:30 13:45 14:00 14:15 14:30 14:45
  • + Programme ratings The TVR is averaged from the start minute to the end minute of the Programme TVR : 9.5 Big Boss 12 12 12 11 11 11 11 11 11 11 11 10 10 10 10 10 10 10 9 9 9 8 8 8 7 7 7 7 7 7 22:01 22:04 22:07 22:10 22:13 22:16 22:19 22:22 22:25 22:28
  • + Slot/ Break rating The TVR is averaged from the first minute to the last minute of the commercial break Break TVR : 7.4 7.9 7.2 7.3 7.4 7.2 6.7 22:01 22:04 22:07 22:10 22:13 22:16 22:19 22:22 22:25 22:28 Big Boss
  • + Gross Rating Points (GRP’s) Programme Rating The sum of all ratings achieved in a campaign.
  • + Gross Rating Points (GRP’s) 4 TVR 5 TVR Is desh 7 TVR 6 TVR Agle Janam Balika Yeh Vadhu Rishta
  • + Gross Rating Points (GRP’s) Programme Rating Agle Janam 5 Yeh Rishta 7 Is Desh 4 Balika Vadhu 6 Total 22 GRP’s
  • + Average OTS The number of times, on an average, the audience reached sees the commercial during a given period.
  • + GRP’s ReachAd A B C D E F G H 50% 50%12 37% 63%3 50% 88% AOTS 2.44 25% 88%5 50% 88% 3 3 0 1 2 2 1 5 212 88
  • +Ad A B C D E F G H12 AOTS = Number of views/ Number of people3 =17/7 = 2.445 3 3 0 1 2 2 1 5
  • + So what is the relation between GRP, Reach and AOTS GRP = Reach x AOTS
  • + Putting the theory to test… GRP’s ReachAd A B C D E F G H 50% 50%12 37% 63% AOTS 2.43 50% 88% GRP’s = 25% 88% 87.5 x4 2.4 = 2125 50% 88% 3 3 0 1 2 2 1 5 212 88
  • + Examples – tell me the GRP, reach and AOTSAd A B C D E F1234
  • + Examples – tell me the GRP, reach and AOTSAd A B C D E F1234
  • + Channel/ Programme share Channel Share : channel viewing as a percentage of total TV viewing at the specified time Program Share : program viewing as a percentage of total TV viewing at the specified program time 80% 60% 40% TV viewing Channel viewing Program viewing
  • + Channel/ Programme share TV on = 6 homes TV tuned to STAR Plus = 4homes Channel Share = 67% Homes tuned into a program / channel as a % of homes in which the TV was on.
  • + Channel/ Programme share Total HH’s = 12 HHs TV tuned to STAR Plus = 4HH’s Homes tuned into a program / channel as a % of homes in which the TV was on
  • + Channel/ Programme share Total TV audience 1000 No of people watching TV (8 - 10 PM) 900 No of people watching Sanjivani 600 No of people watching STAR Plus 800 Sanjivani share of audience (600/900*100) STAR Plus share of audience (800/900*100) 67% 89%
  • + Looking at the TAM software
  • + Output 1 [CS 15+ YRS]Channel Date From Date To Month Time From Time To 000s TVR Reach Reach % Share Time Spent(Univ) in MM.SSMarket : *Mumbai Universe 11031 Sample 1418Zee Marathi 01/01/2008 31/01/2008 JAN 2:00 2:29 1 0.01 101 0.92 1.51 0.05Zee Marathi 01/01/2008 31/01/2008 JAN 2:30 2:59 1 0 15 0.14 1.7 0.03Zee Marathi 01/01/2008 31/01/2008 JAN 3:00 3:29 0 0 0 0 0 0Zee Marathi 01/01/2008 31/01/2008 JAN 3:30 3:59 0 0 0 0 0 0Zee Marathi 01/01/2008 31/01/2008 JAN 4:00 4:29 0 0 0 0 0 0Zee Marathi 01/01/2008 31/01/2008 JAN 4:30 4:59 0 0 0 0 0 0Zee Marathi 01/01/2008 31/01/2008 JAN 5:00 5:29 0 0 0 0 0 0Zee Marathi 01/01/2008 31/01/2008 JAN 5:30 5:59 0 0 30 0.28 0.22 0Zee Marathi 01/01/2008 31/01/2008 JAN 6:00 6:29 1 0.01 84 0.76 0.95 0.03Zee Marathi 01/01/2008 31/01/2008 JAN 6:30 6:59 1 0.01 211 1.92 0.79 0.05Zee Marathi 01/01/2008 31/01/2008 JAN 7:00 7:29 13 0.12 403 3.65 4.62 1.05Zee Marathi 01/01/2008 31/01/2008 JAN 7:30 7:59 30 0.27 711 6.45 5.82 2.3Zee Marathi 01/01/2008 31/01/2008 JAN 8:00 8:29 64 0.58 1157 10.48 8.53 5.22Zee Marathi 01/01/2008 31/01/2008 JAN 8:30 8:59 113 1.02 1634 14.82 12.06 9.29Zee Marathi 01/01/2008 31/01/2008 JAN 9:00 9:29 67 0.61 1597 14.47 6.91 5.38Zee Marathi 01/01/2008 31/01/2008 JAN 9:30 9:59 36 0.32 1664 15.09 3.66 3.01Zee Marathi 01/01/2008 31/01/2008 JAN 10:00 10:29 46 0.42 1714 15.54 4.6 3.52Zee Marathi 01/01/2008 31/01/2008 JAN 10:30 10:59 52 0.47 1696 15.38 5.21 4.22Zee Marathi 01/01/2008 31/01/2008 JAN 11:00 11:29 31 0.28 1616 14.65 3.12 2.34Zee Marathi 01/01/2008 31/01/2008 JAN 11:30 11:59 20 0.19 1119 10.14 1.93 1.44
  • + Output *Mumbai *ChennaiChannel Date From Date To Start Time End Time 000s TVR Reach Reach % Share Time Spent(Univ) in MM.SS 000s TVR Reach Reach % ShareMarket : ReportTG : 1 [CS 15+ YRS] Universe 11031 5172 Sample 1418 801Star Plus 01/01/2008 31/01/2008 2:00 2:29 1 0.01 142 1.29 1.53 0.06 0 0 0 0 0Star Plus 01/01/2008 31/01/2008 2:30 2:59 0 0 26 0.23 0.2 0 0 0 0 0 0Star Plus 01/01/2008 31/01/2008 3:00 3:29 0 0 25 0.23 0.46 0 0 0 0 0 0Star Plus 01/01/2008 31/01/2008 3:30 3:59 0 0 0 0 0 0 0 0 0 0 0Star Plus 01/01/2008 31/01/2008 4:00 4:29 0 0 60 0.54 1.83 0.01 0 0 0 0 0Star Plus 01/01/2008 31/01/2008 4:30 4:59 0 0 26 0.23 2.86 0.02 0 0 0 0 0Star Plus 01/01/2008 31/01/2008 5:00 5:29 0 0 39 0.35 0.87 0.01 0 0 0 0 0Star Plus 01/01/2008 31/01/2008 5:30 5:59 0 0 36 0.32 0.85 0.01 0 0 0 0 0Star Plus 01/01/2008 31/01/2008 6:00 6:29 4 0.04 69 0.63 5.43 0.2 0 0 4 0.07 0.01Star Plus 01/01/2008 31/01/2008 6:30 6:59 0 0 43 0.39 0.13 0.01 0 0 10 0.19 0.06Star Plus 01/01/2008 31/01/2008 7:00 7:29 3 0.02 150 1.36 0.92 0.13 0 0 0 0 0Star Plus 01/01/2008 31/01/2008 7:30 7:59 5 0.04 527 4.78 0.89 0.23 0 0 24 0.46 0.06Star Plus 01/01/2008 31/01/2008 8:00 8:29 12 0.11 587 5.32 1.58 0.59 0 0 17 0.33 0.03Star Plus 01/01/2008 31/01/2008 8:30 8:59 6 0.05 740 6.71 0.61 0.29 0 0 6 0.12 0Star Plus 01/01/2008 31/01/2008 9:00 9:29 23 0.21 1322 11.98 2.39 1.57 0 0 21 0.4 0.01Star Plus 01/01/2008 31/01/2008 9:30 9:59 15 0.14 1296 11.75 1.53 1.16 0 0 20 0.39 0.01Star Plus 01/01/2008 31/01/2008 10:00 10:29 18 0.16 1416 12.83 1.79 1.3 0 0 17 0.33 0.02Star Plus 01/01/2008 31/01/2008 10:30 10:59 21 0.19 1357 12.3 2.07 1.44 0 0 17 0.33 0Star Plus 01/01/2008 31/01/2008 11:00 11:29 20 0.18 1558 14.13 2 1.39 1 0.01 26 0.51 0.09Star Plus 01/01/2008 31/01/2008 11:30 11:59 33 0.3 1660 15.05 3.14 2.49 0 0 17 0.33 0.02Star Plus 01/01/2008 31/01/2008 12:00 12:29 53 0.48 2333 21.15 4.48 4.28 0 0.01 17 0.33 0.04Star Plus 01/01/2008 31/01/2008 12:30 12:59 94 0.85 3002 27.22 6.82 7.55 1 0.01 21 0.4 0.05Star Plus 01/01/2008 31/01/2008 13:00 13:29 250 2.27 3305 29.96 15.33 21.05 0 0.01 34 0.65 0.03Star Plus 01/01/2008 31/01/2008 13:30 13:59 229 2.07 3193 28.95 13.23 19.17 0 0 4 0.07 0
  • + Output DP 1 [ DP 1 ] Channel 000s TVR Share Market : *Mumbai TG : 1 [CS 15+ YRS] 11031 1422 24 Ghanta TV 0 0 0 3ABN 0 0 0 4M 0 0 0 7 Star Care 0 0 0.01 9X 11 0.1 0.97 9X M 16 0.15 1.43 Aaj Tak 19 0.17 1.66 Aakaash (Bangla) 0 0 0.02 Aasirvatham 0 0 0 Aastha 2 0.02 0.17 Aastha International 0 0 0.01 Action TV 0 0 0 Adventure One 0 0 0 Ahimsa 0 0 0 Amrita TV 0 0 0 Angel TV 0 0 0 Animal Planet 1 0.01 0.12 Animax 0 0 0.03 Anjum Urdu GEC 0 0 0 Aradhana 0 0 0 Arirang English Movies 0 0 0 ARY Digital 0 0 0 Asianet 3 0.02 0.23 Asianet News 0 0 0 Asianet Plus 0 0 0.01 Asianet Tele Interactive 0 0 0
  • + Output 1 [CS 15+ YRS] Programme Genre Language 000s TVR Viewer % Channel Share Universe 11031 Sample 1422 AVGHACHI SANSAAR Serials Marathi 28 0.26 100 9.99 YAA SUKHANO YAA Serials Marathi 16 0.15 100 9.14 KALAT NAKALATSerials Marathi 0 0 0 0 ADHURI EK KAHANI Serials Marathi 0 0 0 0 VAIDH BHAVISHYACHA Marathi Religious/Devotional 0 0 0 0 BANDHAN Serials Marathi 0 0 0 0 CHITRASANGEET Songs Marathi Film 0 0 0 0 AALAP Music Shows/Songs Marathi 0 0 0 0 CHITRASANGEET Songs Marathi Film 0 0 0 0 LIFE IN THE WORD Religious/Devotional Marathi 0 0 0 0 SWAR TAAL Music Shows/Songs Marathi 5 0.04 100 2.14 GOOD MORNING MAHARASHTRA Different Magazine/Multi Genre Marathi 63 0.57 100 7.71 EKA PEKSHYA EK Search/Feats Talent Marathi 107 0.97 100 9.51 AAMHI SARE KHAVAYE Marathi Women Programme/Cookery 53 0.48 100 4.94 AVANTIKA Serials Marathi 20 0.18 100 1.69 ADHURI EK KAHANI Serials Marathi 38 0.35 100 2.92 KALAT NAKALATSerials Marathi 111 1.01 100 7.69 ASAMBHAV Serials Marathi 54 0.49 100 3.3 AAMHI SARE KHAVAYE Marathi Women Programme/Cookery 120 1.09 100 6.88 HOME MINISTER Shows/Chat Shows Talk Marathi 111 1.01 100 5.86
  • + Output 1 [CS 15+ YRS] Programme Genre Language Reach New Trier Fst Repeater Repeater New Trier Repeater Sub % % Cumm Trier Cumm Repeater Index Loyalty Universe 11031 Sample 1418 AVGHACHI SANSAAR Serials Marathi 0.89 0.89 0 0 100 0 0.89 0 0 YAA SUKHANO YAA Serials Marathi 0.14 0 0.14 0 0 100 0.89 0.14 15.26 KALAT NAKALATSerials Marathi 0 0 0 0 0 0 0.89 0.14 15.26 ADHURI EK KAHANI Serials Marathi 0 0 0 0 0 0 0.89 0.14 15.26 VAIDH BHAVISHYACHA Marathi Religious/Devotional 0 0 0 0 0 0 0.89 0.14 15.26 BANDHAN Serials Marathi 0 0 0 0 0 0 0.89 0.14 15.26 CHITRASANGEET Songs Marathi Film 0 0 0 0 0 0 0.89 0.14 15.26 AALAP Music Shows/Songs Marathi 0 0 0 0 0 0 0.89 0.14 15.26 CHITRASANGEET Songs Marathi Film 0 0 0 0 0 0 0.89 0.14 15.26 LIFE IN THE WORD Religious/Devotional Marathi 0 0 0 0 0 0 0.89 0.14 15.26 SWAR TAAL Music Shows/Songs Marathi 0.3 0.3 0 0 100 0 1.19 0.14 11.39 GOOD MORNING MAHARASHTRA Different Magazine/Multi Genre Marathi 3.92 3.92 0 0 100 0 5.1 0.14 2.65 EKA PEKSHYATalent Search/Feats EK Marathi 1.6 1.12 0.48 0 69.82 30.18 6.22 0.62 9.95 AAMHI SARE KHAVAYE Marathi Women Programme/Cookery 0.96 0.08 0.87 0 8.82 91.18 6.31 1.49 23.65 AVANTIKA Serials Marathi 0.51 0.06 0.29 0.16 11.52 88.48 6.37 1.78 27.93 ADHURI EK KAHANI Serials Marathi 0.77 0.1 0.29 0.38 12.85 87.15 6.46 2.06 31.93 KALAT NAKALATSerials Marathi 1.42 0.6 0.17 0.66 41.8 58.2 7.06 2.24 31.67 ASAMBHAV Serials Marathi 0.97 0.19 0.63 0.15 19.85 80.15 7.25 2.86 39.48 AAMHI SARE KHAVAYE Marathi Women Programme/Cookery 1.95 1.41 0.16 0.37 72.49 27.51 8.66 3.03 34.95 HOME MINISTER Shows/Chat Shows Talk Marathi 2.42 0.74 1.2 0.48 30.44 69.56 9.4 4.23 44.99 AVGHACHI SANSAAR Serials Marathi 1.49 0.3 0.32 0.87 19.91 80.09 9.7 4.55 46.92 VAHINI SAHEBSerials Marathi 1.53 0.07 0.29 1.17 4.39 95.61 9.76 4.84 49.6 SAREGAMAPATalent Search/Feats Marathi 1.72 0.28 0.38 1.06 16.03 83.97 10.04 5.22 52.03 YAA SUKHANO YAA Serials Marathi 1.85 0.24 0.36 1.26 12.84 87.16 10.28 5.58 54.29 AVANTIKA Serials Marathi 0.54 0.1 0 0.44 18.01 81.99 10.37 5.58 53.78 SAREGAMAPATalent Search/Feats ANTIM 0.27 PADGHAM MAHA Marathi 0 0 0.27 0 100 10.37 5.58 53.78
  • + Output DP 1 [DayPart 1 [DayPart 1 [DayPart 1] DP 1] DP 1] Daypart Channel Star Plus Zee TV Sahara One Market : *Mumbai Read Across Universe 11031 Sample 1418 DP 1 [DayPart 1] Star Plus 8156 7113 6265 DP 1 [DayPart 1] Zee TV 7113 7618 6065 DP 1 [DayPart 1] One Sahara 6265 6065 6718
  • + Output Star Plus Gained From Lost To Date Time Total Retained First Time Zee TV Sahara One Other Zee TV Sahara One Other Market : *Mumbai TG :1 [CS 15+ YRS] 11031 1422 01/01/2008 2:00 0.32 0 0.32 0 0 0 0 0 0 01/01/2008 2:01 0.53 0.32 0 0 0 0.21 0 0 0 01/01/2008 2:02 0.53 0.53 0 0 0 0 0 0 0 01/01/2008 2:03 0.34 0.34 0 0 0 0 0 0 0.19 01/01/2008 2:04 0.21 0.21 0 0 0 0 0 0 0.12 01/01/2008 2:05 0.21 0.21 0 0 0 0 0 0 0 01/01/2008 2:06 0.21 0.21 0 0 0 0 0 0 0 01/01/2008 2:07 0 0 0 0 0 0 0 0.21 0 01/01/2008 2:08 0.42 0 0 0 0 0.42 0 0 0 01/01/2008 2:09 0.42 0.42 0 0 0 0 0 0 0 01/01/2008 2:10 0.42 0.42 0 0 0 0 0 0 0 01/01/2008 2:11 0.42 0.42 0 0 0 0 0 0 0 01/01/2008 2:12 0.42 0.42 0 0 0 0 0 0 0 01/01/2008 2:13 0.42 0.42 0 0 0 0 0 0 0 01/01/2008 2:14 0 0 0 0 0 0 0 0 0.42 01/01/2008 2:15 0 0 0 0 0 0 0 0 0 01/01/2008 2:16 0 0 0 0 0 0 0 0 0 01/01/2008 2:17 0 0 0 0 0 0 0 0 0 01/01/2008 2:18 0 0 0 0 0 0 0 0 0 01/01/2008 2:19 0 0 0 0 0 0 0 0 0 01/01/2008 2:20 0 0 0 0 0 0 0 0 0
  • + Output ProgrammeGenre Language 000s TVR RCH 000s RCH Grs RCH 000s RCH Avg. Freq. Cumm Cost Grs Cost/Reach AVGHACHI SANSAARMarathi Serials 28 0.26 156 1.42 156 1.42 1 0 0 YAA SUKHANO YAA Marathi Serials 16 0.15 18 0.16 174 1.58 1.11 0 0 KALAT NAKALAT Serials Marathi 0 0 4 0.04 178 1.62 1.14 0 0 ADHURI EK KAHANI Marathi Serials 0 0 1 0.01 180 1.63 1.15 0 0 VAIDH BHAVISHYACHA Religious/Devotional Marathi 0 0 0 0 180 1.63 1.15 0 0 BANDHANSerials Marathi 0 0 0 0 180 1.63 1.15 0 0 CHITRASANGEET Film Songs Marathi 0 0 0 0 180 1.63 1.15 0 0 AALAP Music Shows/Songs Marathi 0 0 0 0 180 1.63 1.15 0 0 CHITRASANGEET Film Songs Marathi 0 0 0 0 180 1.63 1.15 0 0 LIFE IN THE WORD Marathi Religious/Devotional 0 0 0 0 180 1.63 1.15 0 0 SWAR TAAL Music Shows/Songs Marathi 5 0.04 34 0.31 214 1.94 1.16 0 0 GOOD MORNING MAHARASHTRAGenre Different Magazine/Multi Marathi 63 0.57 518 4.69 732 6.63 1.03 0 0 EKA PEKSHYA EK Marathi Talent Search/Feats 107 0.97 247 2.24 978 8.87 1.13 0 0 AAMHI SARE KHAVAYE Women Programme/Cookery 53 Marathi 0.48 158 1.43 1137 10.3 1.31 0 0 AVANTIKASerials Marathi 20 0.18 77 0.7 1213 11 1.4 0 0 ADHURI EK KAHANI Marathi Serials 38 0.35 160 1.45 1374 12.45 1.54 0 0 KALAT NAKALAT Serials Marathi 111 1.01 212 1.92 1586 14.37 1.65 0 0 ASAMBHAVerials S Marathi 54 0.49 172 1.56 1758 15.94 1.78 0 0 AAMHI SARE KHAVAYE Women Programme/Cookery120 Marathi 1.09 280 2.54 2038 18.47 1.73 0 0 HOME MINISTER Talk Shows/Chat Shows Marathi 111 1.01 388 3.52 2426 21.99 1.92 0 0 AVGHACHI SANSAARMarathi Serials 67 0.6 218 1.97 2644 23.96 2.05 0 0 VAHINI SAHEB Serials Marathi 123 1.12 213 1.93 2857 25.9 2.22 0 0 SAREGAMAPA Search/Feats Talent Marathi 46 0.42 289 2.62 3146 28.52 2.4 0 0 YAA SUKHANO YAA Marathi Serials 67 0.61 255 2.31 3401 30.83 2.56 0 0 AVANTIKASerials Marathi 37 0.33 72 0.65 3473 31.48 2.59 0 0
  • + Output *Mumbai *Calcutta Channel Product Brand Variant Advertiser Cost 000s TVR CPRP CPT Norm. TVR000s Market : TG : Universe 11031 7731 Sample 1419 943 24 Ghanta TV TOILET SOAPS GLYCERINE USES PRODUCT/VOICE OVE 0 MOULI CP-LADY CLASSIC CHEMICALS 500 0 0 0 0 19 24 Ghanta TV TOILET SOAPS CHASME GLYCERINE DIPTI BHATNAGAR/BOY WITH FLOWE 0 CHASME GLYCERINE 500 0 0 0 0 12 24 Ghanta TV TOILET SOAPS SONALI GLYCERINE SONALI SOAP & CHEMICALS 0 PRODUCT SHOT/LADY TAKES BATH 1000 0 0 0 0 0 24 Ghanta TV TOILET SOAPS GLYCERINE USES PRODUCT/VOICE OVE 0 MOULI CP-LADY CLASSIC CHEMICALS 500 0 0 0 0 74 24 Ghanta TV TOILET SOAPS SONALI GLYCERINE SONALI SOAP & CHEMICALS 0 PRODUCT SHOT/LADY TAKES BATH 1000 0 0 0 0 28 24 Ghanta TV TOILET SOAPS SONALI GLYCERINE SONALI SOAP & CHEMICALS 0 PRODUCT SHOT/LADY TAKES BATH 1200 0 0 0 0 70 24 Ghanta TV TOILET SOAPS SONALI GLYCERINE SONALI SOAP & CHEMICALS 0 PRODUCT SHOT/LADY TAKES BATH 1400 0 0 0 0 24 24 Ghanta TV TOILET SOAPS SONALI GLYCERINE SONALI SOAP & CHEMICALS 0 PRODUCT SHOT/LADY TAKES BATH 1400 0 0 0 0 29 24 Ghanta TV TOILET SOAPS SONALI GLYCERINE SONALI SOAP & CHEMICALS 0 PRODUCT SHOT/LADY TAKES BATH 1400 0 0 0 0 61 24 Ghanta TV TOILET SOAPS CHASME GLYCERINE DIPTI BHATNAGAR/BOY WITH FLOWE 0 CHASME GLYCERINE 700 0 0 0 0 7 24 Ghanta TV TOILET SOAPS SONALI GLYCERINE SONALI SOAP & CHEMICALS 0 PRODUCT SHOT/LADY TAKES BATH 1400 0 0 0 0 34 24 Ghanta TV TOILET SOAPS SONALI GLYCERINE SONALI SOAP & CHEMICALS 0 PRODUCT SHOT/LADY TAKES BATH 1400 0 0 0 0 0 24 Ghanta TV TOILET SOAPS CHASME GLYCERINE DIPTI BHATNAGAR/BOY WITH FLOWE 0 CHASME GLYCERINE 500 0 0 0 0 0 24 Ghanta TV TOILET SOAPS SONALI GLYCERINE SONALI SOAP & 900 BATH PRODUCT SHOT/LADY TAKES CHEMICALS 0 0 0 0 0 0 24 Ghanta TV TOILET SOAPS GLYCERINE USES PRODUCT/VOICE OVE 0 MOULI CP-LADY CLASSIC CHEMICALS 500 0 0 0 0 0 24 Ghanta TV TOILET SOAPS SONALI GLYCERINE SONALI SOAP & CHEMICALS 0 PRODUCT SHOT/LADY TAKES BATH 1000 0 0 0 0 38 24 Ghanta TV TOILET SOAPS SONALI GLYCERINE SONALI SOAP & CHEMICALS 0 PRODUCT SHOT/LADY TAKES BATH 1200 0 0 0 0 55 24 Ghanta TV TOILET SOAPS SONALI GLYCERINE SONALI SOAP & CHEMICALS 0 PRODUCT SHOT/LADY TAKES BATH 1200 0 0 0 0 55 24 Ghanta TV TOILET SOAPS SONALI GLYCERINE SONALI SOAP & CHEMICALS 0 PRODUCT SHOT/LADY TAKES BATH 1400 0 0 0 0 38 24 Ghanta TV TOILET SOAPS SONALI GLYCERINE SONALI SOAP & CHEMICALS 0 PRODUCT SHOT/LADY TAKES BATH 1400 0 0 0 0 77 24 Ghanta TV TOILET SOAPS GLYCERINE USES PRODUCT/VOICE OVE 0 MOULI CP-LADY CLASSIC CHEMICALS 700 0 0 0 0 0 24 Ghanta TV TOILET SOAPS SONALI GLYCERINE SONALI SOAP & CHEMICALS 0 PRODUCT SHOT/LADY TAKES BATH 1400 0 0 0 0 29 24 Ghanta TV TOILET SOAPS SONALI GLYCERINE SONALI SOAP & CHEMICALS 0 PRODUCT SHOT/LADY TAKES BATH 1400 0 0 0 0 41 24 Ghanta TV TOILET SOAPS CHASME GLYCERINE DIPTI BHATNAGAR/BOY WITH FLOWE 0 CHASME GLYCERINE 700 0 0 0 0 23 24 Ghanta TV TOILET SOAPS CHASME GLYCERINE DIPTI BHATNAGAR/BOY WITH FLOWE 0 CHASME GLYCERINE 500 0 0 0 0 0 24 Ghanta TV TOILET SOAPS SONALI GLYCERINE SONALI SOAP & 900 BATH PRODUCT SHOT/LADY TAKES CHEMICALS 0 0 0 0 0 0 24 Ghanta TV TOILET SOAPS GLYCERINE USES PRODUCT/VOICE OVE 0 MOULI CP-LADY CLASSIC CHEMICALS 500 0 0 0 0 0 24 Ghanta TV TOILET SOAPS SONALI GLYCERINE SONALI SOAP & CHEMICALS 0 PRODUCT SHOT/LADY TAKES BATH 1000 0 0 0 0 75
  • + Output 1 [CS 15+ YRS] Channel Reg City Date Day Start Time ProgrammeGenre Language PA TA Dur (Sec.) Commercial Product 000s TVR CPRP CPT Market : *Mumbai 11031 1419 Zee TV NetWork 01/01/2008 Tue 2:05 TEEN BAHURAANIYAAN Serials Hindi 0 0 15 -- End of PreBreak 1 -- 0 0 0 0 Zee TV NetWork 01/01/2008 Tue 2:22 TEEN BAHURAANIYAAN Serials Hindi 0 0 164 ---- End of Break 1 ---- 5 0.04 0 0 Zee TV NetWork 01/01/2008 Tue 2:28 TEEN BAHURAANIYAAN Serials Hindi 0 0 167 ---- End of Break 2 ---- 7 0.06 0 0 Zee TV NetWork 01/01/2008 Tue 2:32 HAR GHAR KUCH KEHTA HAI Serials Hindi 0 0 15 -- End of PreBreak 1 -- 14 0.12 0 0 Zee TV NetWork 01/01/2008 Tue 2:43 HAR GHAR KUCH KEHTA HAI Serials Hindi 0 0 293 ---- End of Break 1 ---- 2 0.02 0 0 Zee TV NetWork 01/01/2008 Tue 2:53 HAR GHAR KUCH KEHTA HAI Serials Hindi 0 0 319 ---- End of Break 2 ---- 10 0.09 0 0 Zee TV NetWork 01/01/2008 Tue 3:03 KASAMH SE Serials Hindi 0 0 15 -- End of PreBreak 1 -- 14 0.12 0 0 Zee TV NetWork 01/01/2008 Tue 3:15 KASAMH SE Serials Hindi 0 0 202 ---- End of Break 1 ---- 0 0 0 0 Zee TV NetWork 01/01/2008 Tue 3:25 KASAMH SE Serials Hindi 0 0 144 ---- End of Break 2 ---- 0 0 0 0 Zee TV NetWork 01/01/2008 Tue 3:31 SAATH PHERE Serials Hindi 0 0 15 -- End of PreBreak 1 -- 0 0 0 0 Zee TV NetWork 01/01/2008 Tue 3:46 SAATH PHERE Serials Hindi 0 0 298 ---- End of Break 1 ---- 0 0 0 0 Zee TV NetWork 01/01/2008 Tue 3:55 SAATH PHERE Serials Hindi 0 0 232 ---- End of Break 2 ---- 0 0 0 0 Zee TV NetWork 01/01/2008 Tue 4:03 ARDHANGINI Serials Hindi 0 0 15 -- End of PreBreak 1 -- 0 0 0 0 Zee TV NetWork 01/01/2008 Tue 4:15 ARDHANGINI Serials Hindi 0 0 221 ---- End of Break 1 ---- 0 0 0 0 Zee TV NetWork 01/01/2008 Tue 4:26 ARDHANGINI Serials Hindi 0 0 104 ---- End of Break 2 ---- 0 0 0 0 Zee TV NetWork 01/01/2008 Tue 4:30 URJA Interviews/Portraits/Discussions Hindi 0 0 15 -- End of PreBreak 1 -- 0 0 0 0 Zee TV NetWork 01/01/2008 Tue 4:36 URJA Interviews/Portraits/Discussions Hindi 0 0 164 ---- End of Break 1 ---- 0 0 0 0 Zee TV NetWork 01/01/2008 Tue 4:45 URJA Interviews/Portraits/Discussions Hindi 0 0 152 ---- End of Break 2 ---- 0 0 0 0 Zee TV NetWork 01/01/2008 Tue 4:52 URJA Interviews/Portraits/Discussions Hindi 0 0 168 ---- End of Break 3 ---- 0 0 0 0 Zee TV NetWork 01/01/2008 Tue 4:59 SEVA GANGA Religious/Devotional Hindi 0 0 15 -- End of PreBreak 1 -- 0 0 0 0
  • + Output Zee TV Advertiser Product Brand Count Dur GRP OOOS GRP Spends Market : *Mumbai Universe 11031 Sample 1419 AGRO TECH FOODS LTD EDIBLE OIL SUNDROP HEART 23 460 2836 25.71 881000 AIG INC INDIA LIASON OFFICE TP AIG PROMO TAG 8 28 206 1.87 0 ANKUR BUSINESS PVT LTD SALTS BRANDED ANKUR SALT 55 910 3356 30.42 1033900 ANKUR CHEM-FOODS PVT LTD TP ANKUR SALT 21 PROMO TAG 84 691 6.26 0 AVIVA LIFE INSURANC CO INDIA INSURANCE-LIFE RETIREMENT PLANS AVIVA 8 265 3014 27.32 2046300 BAJAJ AUTO LTD PROMO TAG BAJAJ KRISTAL DTS-I TP 34 87 1276 11.57 0 BAJAJ AUTO LTD TWO WHEELERS AVENGER DTS-I BAJAJ 9 405 1978 17.93 1522500 BAJAJ CONSUMER HAIR OILS BAJAJ ALMOND DROPS 2190 CARE LTD 90 7977 72.32 2889300 BAJAJ CONSUMER HAIR OILS BAJAJ BRAHMI AMLA CARE LTD 70 1190 6830 61.91 2131900 BALSARA HYGIENE AIR FRESHENERS ROOM FRESHNER160 ODONIL 4 631 5.72 612000 BENNETT COLEMAN & CO LTD LEAD INDIA EVENTS EVENTS 6 160 3280 29.73 0 BERGER PAINTS PAINTS LEWIS BERGER WEATHERCOAT ALLGU 23 660 1156 10.48 1072600 BHARTI AIRTEL LTDCELLULAR PHONE SERVICE 12 AIRTEL CELLULAR PHONE 720 SERVICE1905 17.27 2532000 BHARTI AIRTEL LTDPROMO TAG AIRTEL TP 55 213 3456 31.33 0 BRITANNIA INDUSTRIES LTDTAG BRIT GOOD DAY PROMO TP 6 17 1138 10.31 0 BROOKE BOND LIPTON INDIA LTD COFFEE BROOKE BOND BRU CAPPACHINO 3157 33 660 28.62 2630000 BROOKE BOND LIPTON INDIA LTD SAUCE/KETCHUP KISSAN CHATAK DAAR 21 340 3048 27.63 1880300 BROOKE BOND LIPTON INDIA LTD TEA BROOKE BOND RED LABEL NAT CARE 23 640 1686 15.29 3008500 BROOKE BOND LIPTON INDIA LTD TEA BROOKE BOND TAAZA 21 630 4293 38.92 2953500 CADBURYS INDIA LTDCHOCOLATES CADBURYS DAIRY MILK CHOCOLATE 10 360 1602 14.53 755400 CADBURYS INDIA LTDMILK BEVERAGES CADBURYS BOURNVITA 7 315 877 7.95 416500 CADILA HEALTH CAREARTIFICIAL SWEETNERS NATURA SUGAR FREE 3 60 190 1.72 30000 CAPITAL FOODS LTD PROMO TAG CHINGS FOOD12 TP PRODUCTS RANGE 34 609 5.52 0 CAVIN KARE LIMITEDMOISTURISING LOTION/CREAMS NYLE RED APPLE BODY LOTION 29 465 1943 17.61 610300 CAVIN KARE LIMITEDPROMO TAG CHIK SHAMPOO TP 42 134 2604 23.61 0 COCA COLA INDIA LTD PROMO TAG COCA COLA INDIA TP 64 167 3162 28.66 0
  • + Output TNrest 1 Mn.+ .1 to 1 Mn. TN *Chennai TN-07 TG :1 [CS 15+ YRS] Universe 1874 4478 5172 11524 Sample 386 743 700 1829 GRP 000s 17885 49728 65671 133285 GRP 954.55 1110.58 1269.64 1156.6 Avg. Freq. 11.14 13.33 14.93 13.69 Cumm Cost 0 0 0 0 Spot CPRP 0 0 0 0 Cumm CPRP 0 0 0 0 Reach 000s 1606 3731 4398 9736 1+ 86 83 85 84 2+ 80 78 77 78 3+ 71 72 73 72 4+ 64 66 67 66 5+ 58 60 62 61 6+ 52 52 57 54 7+ 47 49 52 50 8+ 42 44 49 46 9+ 38 42 45 43
  • + Output KAR .1 to 1 Mn. 1 Mn.+ Kerala Kerala .1 to 1 Mn. 1 MAH .1 to 1 Mn. 1 Mn.+ .1 to 1 Mn. MAHrest Mn.+ TNrest TN WBrest 1 Mn.+.1 to 1 Mn. WB TG :1 [F 25+ABC CS] Universe 834 210 514 780 739 507 837 124 515 Sample 168 77 92 150 141 116 197 90 80 GRP 000s 14259 3702 7957 8216 8106 4352 11374 1531 7568 GRP 1708.89 1760.06 1549.29 1052.65 1097.19 857.63 1358.99 1230.53 1469.15 Avg. Freq. 19.07 21.17 18.23 14.14 14.45 10.39 16.13 14.94 16 Cumm Cost 40047400 40047400 40047400 40047400 40047400 40047400 40047400 40047400 40047400 Spot CPRP42575.65 1667.89 1231.22 18610.46 1605.98 2027.2 26990.47 7234.63 35964.99 Cumm CPRP 23434.81 22753.44 25848.86 38044.48 36500.11 46695.3 29468.59 32544.88 27258.81 Reach 000s 748 175 437 581 561 419 705 102 473 1+ 90 83 85 74 76 83 84 82 92 2+ 84 80 84 62 59 77 79 67 79 3+ 81 77 79 56 52 69 73 60 71 4+ 79 76 74 52 50 58 67 56 67 5+ 75 72 72 48 46 57 56 50 63 6+ 72 69 70 45 42 52 49 47 58 7+ 70 68 60 41 37 45 47 47 53 8+ 66 64 58 34 34 42 45 43 52 9+ 65 62 55 29 32 36 40 40 49
  • + Television Planning
  • + 1. Defining the parameters  Period : Latest 4 weeks (Oct’2004)  Area : Bom, Del, Che, Ahm, Bgl,… All 18 markets  Channel : DD1, Star plus Zee TV, Sony TV, Zee Cinema, Set Max, Sun, Raj …..  TA : All Adults, SEC A-E, 15+yrs
  • + 2. Genre/ Vehicle Selection  On the basis of Genre share in our TG as compared to the Universe  Role of Genres identified – Reach Builders, Reach Boosters, Frequency and Special Properties  Within Reach Genres we look at specific channels based on Channel performance/ Share  Within the Reach channels, we look at CPRP performance by programme  On Niche channels, the skew of the channel on our TG and the ER rather than CPRP play a role
  • + The Optimisation Grid Low CPRP Med CPRP Hi CPRPHi TVR 1 2 3Med TVR 2 3 4Low TVR 3 4 4
  • + 3. Plan buildup checks include…  Incremental reach of various Channels/ programmes  Any anomalies in the data (caused by special events)  Adherence to plan CPRP’s targeted
  • + 3a. Programme ratings  Procure ratings of programs using Program Analysis module of TAM  Average the program ratings across 4 weeks
  • + Programme Genre Day(s) Start Time End Time Prog Perf KYUNKI SAAS BHI KABHI BA Serials MTWTh 22:30 23:00 6.4 KAHAANI GHAR GHAR KI Serials MTWTh 22:00 22:30 5.7 BIDAYI Serials MTWTh 21:00 21:30 5.2 SAIBABA Mythological/Costume Dramas S 20:00 21:00 4.7 PRITHVIRAJ CHAUHAN Mythological/Costume Dramas SFSa 21:00 21:30 4.6 KAYAMATH Serials MTWTh 23:00 23:30 4.5 BAA BAHOO AUR BABY Serials SFSa 21:30 22:00 4.0 KASTURI Serials MTWTh 21:30 22:00 4.0 KASAUTII ZINDAGII KAY Serials MTWTh 20:30 21:00 3.9 CHHOTE USTAD-STAR VOICE OF IND Talent Search/Feats FSa 22:00 23:30 2.6 JAI MAA DURGA Mythological/Costume Dramas Sa 20:00 21:00 2.3 SANTAN Serials MTWTh 19:30 20:00 2.3 SANGAM Serials MTWTh 19:00 19:30 2.2 RAJA KI AAYEGI BAARAT Serials MTWTh 20:00 20:30 2.2 KAYAMATH Serials MTWTh 15:30 16:00 2.0 KARAM APNAA APNAA Serials MTWThF 14:00 14:30 1.9 KUMKUM Serials MTWThF 13:00 13:30 1.9 HFF-Sat Feature Films Sa 16:00 19:30 1.8 KYUNKI SAAS BHI KABHI BA Serials MTWTh 15:00 15:30 1.8 KAHO NA YAAR HAI Game Shows/Quiz F 20:00 21:00 1.7 SAARRTHI Serials MTWThF 14:30 15:00 1.7 BHABHI Serials MTWThF 13:30 14:00 1.7 MERI AWAZ KO MIL GAYI ROSHNI Serials MTWTh 20:00 20:30 1.6 AEK CHABHI HAI PADOSS ME Serials FSa 19:30 20:00 1.2 KARAM APNAA APNAA Serials MTWThF 23:30 00:00 1.2 KASAUTII ZINDAGII KAY Serials MTWTh 12:30 13:00 0.9 KRISHNA KATHAIYEN Mythological/Costume Dramas S 09:00 10:00 0.7 BIDAYI Serials MTWTh 12:00 12:30 0.7 Morning RODP Mon-Thurs 7:00-12:00 7:00-12:00 Daytime RODP Fri 7:00-19:00 7:00-19:00 Daytime RODP Sat 7:00-19:00 7:00-19:00 Daytime RODP Sun 7:00-19:00 7:00-19:00 Disney hour Mon to sat 1000 to 1100 RODP Mon-Thurs 16:00 - 19:00
  • + Programme Genre Day(s) Start Time End Time Prog Perf Brk TVR KYUNKI SAAS BHI KABHI BA Serials MTWTh 22:30 23:00 6.4 5.3 KAHAANI GHAR GHAR KI Serials MTWTh 22:00 22:30 5.7 5.1 BIDAYI Serials MTWTh 21:00 21:30 5.2 4.7 SAIBABA Mythological/Costume Dramas S 20:00 21:00 4.7 4.2 PRITHVIRAJ CHAUHAN Mythological/Costume Dramas SFSa 21:00 21:30 4.6 4.1 KAYAMATH Serials MTWTh 23:00 23:30 4.5 3.7 BAA BAHOO AUR BABY Serials SFSa 21:30 22:00 4.0 3.4 KASTURI Serials MTWTh 21:30 22:00 4.0 3.5 KASAUTII ZINDAGII KAY Serials MTWTh 20:30 21:00 3.9 3.6 CHHOTE USTAD-STAR VOICE OF IND Talent Search/Feats FSa 22:00 23:30 2.6 1.8 JAI MAA DURGA Mythological/Costume Dramas Sa 20:00 21:00 2.3 2.0 SANTAN Serials MTWTh 19:30 20:00 2.3 2.0 SANGAM Serials MTWTh 19:00 19:30 2.2 1.9 RAJA KI AAYEGI BAARAT Serials MTWTh 20:00 20:30 2.2 2.0 KAYAMATH Serials MTWTh 15:30 16:00 2.0 1.8 KARAM APNAA APNAA Serials MTWThF 14:00 14:30 1.9 1.7 KUMKUM Serials MTWThF 13:00 13:30 1.9 1.7 HFF-Sat Feature Films Sa 16:00 19:30 1.8 0.8 KYUNKI SAAS BHI KABHI BA Serials MTWTh 15:00 15:30 1.8 1.6 KAHO NA YAAR HAI Game Shows/Quiz F 20:00 21:00 1.7 1.3 SAARRTHI Serials MTWThF 14:30 15:00 1.7 1.5 BHABHI Serials MTWThF 13:30 14:00 1.7 1.5 MERI AWAZ KO MIL GAYI ROSHNI Serials MTWTh 20:00 20:30 1.6 1.4 AEK CHABHI HAI PADOSS ME Serials FSa 19:30 20:00 1.2 1.0 KARAM APNAA APNAA Serials MTWThF 23:30 00:00 1.2 0.9 KASAUTII ZINDAGII KAY Serials MTWTh 12:30 13:00 0.9 0.9 KRISHNA KATHAIYEN Mythological/Costume Dramas S 09:00 10:00 0.7 0.5 BIDAYI Serials MTWTh 12:00 12:30 0.7 0.6 Morning RODP Mon-Thurs 7:00-12:00 7:00-12:00 0.2 Daytime RODP Fri 7:00-19:00 7:00-19:00 0.4 Daytime RODP Sat 7:00-19:00 7:00-19:00 0.4 Daytime RODP Sun 7:00-19:00 7:00-19:00 0.5 Disney hour Mon to sat 1000 to 1100 0.1 RODP Mon-Thurs 16:00 - 19:00 0.7
  • + 3b. Calculate CPRP Programme Genre Day(s) Start Time End Time Prog Perf Brk TVR Rates CPRP KYUNKI SAAS BHI KABHI BA Serials MTWTh 22:30 23:00 6.4 5.3 93500 17501 KAHAANI GHAR GHAR KI Serials MTWTh 22:00 22:30 5.7 5.1 68000 13411 BIDAYI Serials MTWTh 21:00 21:30 5.2 4.7 51000 10839 SAIBABA Mythological/Costume Dramas S 20:00 21:00 4.7 4.2 51000 12196 PRITHVIRAJ CHAUHAN Mythological/Costume Dramas SFSa 21:00 21:30 4.6 4.1 59500 14624 KAYAMATH Serials MTWTh 23:00 23:30 4.5 3.7 34000 9304 BAA BAHOO AUR BABY Serials SFSa 21:30 22:00 4.0 3.4 51000 14958 KASTURI Serials MTWTh 21:30 22:00 4.0 3.5 51000 14569 KASAUTII ZINDAGII KAY Serials MTWTh 20:30 21:00 3.9 3.6 42500 11873 CHHOTE USTAD-STAR VOICE OF IND Talent Search/Feats FSa 22:00 23:30 2.6 1.8 51000 28814 JAI MAA DURGA Mythological/Costume Dramas Sa 20:00 21:00 2.3 2.0 42500 21164 SANTAN Serials MTWTh 19:30 20:00 2.3 2.0 17000 8341 SANGAM Serials MTWTh 19:00 19:30 2.2 1.9 17000 8726 RAJA KI AAYEGI BAARAT Serials MTWTh 20:00 20:30 2.2 2.0 34000 16738 KAYAMATH Serials MTWTh 15:30 16:00 2.0 1.8 15300 8609 KARAM APNAA APNAA Serials MTWThF 14:00 14:30 1.9 1.7 22100 13159 KUMKUM Serials MTWThF 13:00 13:30 1.9 1.7 20400 12245 HFF-Sat Feature Films Sa 16:00 19:30 1.8 0.8 6800 8957 KYUNKI SAAS BHI KABHI BA Serials MTWTh 15:00 15:30 1.8 1.6 18700 11468 KAHO NA YAAR HAI Game Shows/Quiz F 20:00 21:00 1.7 1.3 68000 51000 SAARRTHI Serials MTWThF 14:30 15:00 1.7 1.5 18700 12299 BHABHI Serials MTWThF 13:30 14:00 1.7 1.5 20400 13835 MERI AWAZ KO MIL GAYI ROSHNI Serials MTWTh 20:00 20:30 1.6 1.4 20400 14823 AEK CHABHI HAI PADOSS ME Serials FSa 19:30 20:00 1.2 1.0 17000 17824 KARAM APNAA APNAA Serials MTWThF 23:30 00:00 1.2 0.9 10200 11392 KASAUTII ZINDAGII KAY Serials MTWTh 12:30 13:00 0.9 0.9 10200 11220 KRISHNA KATHAIYEN Mythological/Costume Dramas S 09:00 10:00 0.7 0.5 6800 13333 BIDAYI Serials MTWTh 12:00 12:30 0.7 0.6 7650 13190 Morning RODP Mon-Thurs 7:00-12:00 7:00-12:00 0.2 850 5313 Daytime RODP Fri 7:00-19:00 7:00-19:00 0.4 1530 3477 Daytime RODP Sat 7:00-19:00 7:00-19:00 0.4 2040 5514 Daytime RODP Sun 7:00-19:00 7:00-19:00 0.5 5950 12396 Disney hour Mon to sat 1000 to 1100 0.1 4590 41727 RODP Mon-Thurs 16:00 - 19:00 0.7 3400 4789
  • + The Optimisation Grid Low CPRP Med CPRP Hi CPRP Baa Bahoo, Kasturi, Kasauti, Kayamath,Hi TVR Prithviraj, Sai Baba, Bidayi, Kahani, Kyunki Sangam, Raja Ki, Jai Maa Durga SantanMed TVR Morn RODP, Daytime Chhote Ustaad Disney Hour, RODP, Krishna Kaho na Yaar,Low TVR Kath, Bidayi®, HFF Sat, Karam Apna, Kasauti®, Meri Awaz
  • + 4. Iterative plan build-up Least CPRP pgm Kayamath Additional spot on Next most Cost least CPRP pgm Effective pgm Kayamath Bidayi Plan built iteratively to maximise reach at lowest cost for every program added to plan
  • Deciding the number of spots/day forother network channels VH1 -20/day Nick – 10/day MTV – 10 /day IBN Lokmat – 12/day IBN 7 – 12/day CNN IBN – 15/day Awaaz – 16/day CNBC – 10/day
  • + 5. Plan building CS F ABC 15-34 Reach Channel 1+ Sp Rs L STAR PLUS 19 9 ZEE TV 28 14 ZEE CINEMA 22 8 Star Gold 23 7 Zoom 2 1 ZEE MARATHI 6 3 Zee Talkies 2 0 North West mkt Reach CS F ABC 15-34 Channel GRP Avg. Freq. 1+ 2+ 3+ STAR PLUS 31 1.6 19 7 3 STAR PLUS+ZEE TV 89 2.3 39 22 12 STAR PLUS+ZEE TV+ Zee cinema 137 2.8 49 33 19 STAR PLUS+ZEE TV+ Zee cinema+Star Gold 182 3.2 57 39 27 STAR PLUS+ZEE TV+ Zee cinema+Star Gold+Zoom 184 3.2 57 40 27 STAR PLUS+ZEE TV+ Zee cinema+Star Gold+Zoom+zee Marathi 204 3.4 59 42 30 STAR PLUS+ZEE TV+ Zee cinema+Star Gold+Zoom+zee Marathi+Zee Talkies 206 3.5 59 43 30
  • Optimising within the Viacomnetwork… Market: All India Channel GRP Avg. Freq. 1 + 2+ 3+ 4+ 5+ 6+ 7+ 8+ 9+ 10 + C+N 276 6.81 41 31 25 21 18 15 14 12 11 9 C+Nick+MTV 310 6.94 45 34 28 24 20 17 15 13 12 11 C+Nick+MTV+IBN7 324 6.99 46 36 29 24 21 18 16 14 12 11 C+Nick+MTV+IBN7+CNN IBN 330 7.01 47 36 29 25 21 18 16 14 13 11 C+Nick+MTV+IBN7+CNN IBN+Lokmat 334 6.96 48 37 30 25 21 19 16 15 13 11 C+Nick+MTV+IBN7+CNN IBN+Lokmat+Awaaz 338 6.99 48 37 30 25 22 19 16 15 13 12 C+Nick+MTV+IBN7+CNN IBN+Lokmat+Awaaz+Vh1 341 6.99 49 38 30 26 22 19 16 15 13 12 C+Nick+MTV+IBN7+CNN IBN+Lokmat+Awaaz+TV18 343 6.98 49 38 30 26 22 19 17 15 13 12 Drop Awaaz and CNBC
  • + 6. Final Media Plan reports  Market wise deliveries  Channel wise GRP’s by Market  Channel wise incremental reach  Overall Planned CPRP  PT:NPT and DD:C&S weights
  • + The journey of a TV planDate Activity10th -12th Implementation plan brief from Client13th Clarifications on Brief14th – 17th Plan Optimisation18th Implementation plan sent to Client19th – 22nd Plan Changes and iterations23rd Approval of Plan24th Schedule sent to Client and approved25th Final Sales Schedule sent25th Spots adwised26th – 28th Bookings logged and Value ads worked out26th – 30th Confirmations and Make Goods1st - Monitoring and Make Goods
  • + Buying on TV
  • + Steps followed Activity Brief Given by client outlining all major activities for the year
  • + Steps followed Activity Brief Agency recommends media Media recommendation selection and budgets for activity
  • + Steps followed Activity Brief Media recommendation Budget allocation Given by client
  • + Steps followed Activity Brief Media recommendation Budget allocation Agency works out plans by media Annual plans and the requirements
  • + Steps followed Activity Brief Media recommendation Budget allocation Annual plans Annual deals Multi iteration process
  • + The buying process - TV  Role of channels  Genre selection  Genre allocation  Determining benchmarks  Our approach to buying  Channel background
  • + Role of channels  Channels categorised as ‘Reach’ and ‘Niche’ channels  Reach channels: provide mass reach, essentially soaps on Star Plus; Sony; Zee; Hindi News (Aaj Tak); HFF  Niche channels: provide frequency build-up and creation of customized properties. CNBC; Channel V; EFF; etc.  Chosen on  performance of respective channels within each genre  proposals from respective channels fitting with brand proposition and needs
  • + Channel categorisation norms  Reach is the criteria that we use to differentiate between reach and niche channels  Channels with potential reach > 50% (in our C&S TG) = Reach channels  Within reach channels, categorise as General Interest channels and movie and news genre channels as specialised channels  Others = Niche channels
  • + Channels categorised All India Regional Star Plus, Sony, Zee Eenadu, Gemini Reach GI Aaj Tak, MAX, Zee Cinema, Star Gold Reach specialist SAB TV, All News (W/o Aaj Tak), Niche Infotainment, Music, Sahara Cricket/ Budget Spl Events
  • + Genre selection Step 1: Based on the TG definition and the communication requirement, channel genres were selected Step 2: Keeping the brand and the constraints in mind, we are staying away from Religious, sports and the ‘others’ genre These account for roughly 14% of the total viewing time RELIG 1% OTHERS SPORTS ENG MOV 1% 12% 2% NICHE 3% GI HIN NEWS 31% 8% INFO HIN MOV 2% 21% MUS GI REG 3% 16%
  • + Genre allocation  For each of the VAS/product we arrived at the GRP dispersion by channel, based on  Last year’s GRP contribution of the channels for the cellular Category basis which CPRP’s were arrived at  VAS specifications of Genre Mix last years GRP contribution channel mix  On the basis of the GRP dispersion we arrived at the spends required per genre  For eg,  GRP’s reqd - 100  Reach genre - 60  CPRP for Reach genre - Rs 35000/-  Hence investment on Reach genre = 35000 x 60 x ACD
  • Channel selection 90 Reach % Time spent 500 80 450 70 400 60 350 300 50 250 40 200 30 150 20 100 10 50 0 0 Sahara Sony StarPlus SAB ZeeTVViewer spends 4 times more time on Star Plus compared to Sony & Zee=> Star to be main driver channel. Other channels for incremental reach
  • + Set benchmarks  REACH CHANNELS (past benchmarks)  Focus on bettering deals within the same outlays as previous year  Gradually increase the monies allotted to these channels to maximize weeks on air  Improve prime time component, sponsorships, lower effective rates and CPRP  FREQUENCY/NICHE CHANNELS (past benchmarks)  Focus on bettering the properties and ground events within the same outlays as last year  Take a stance with the existing channels that better deals with on-ground events have been received from channels that lost out on Idea deals last year
  • + Set benchmarks  REACH CHANNELS (quarterly deals last year) and  FREQUENCY/NICHE CHANNELS (quarterly deals last year)  Benefits on account of up front commitment for annual deals  Improve prime time component, lower effective rates by adding additional allocated monies gradually  Flexibility in choosing properties, with first right of refusal on special events, programmes and blockbusters. This is to safeguard our interest if any interesting property comes up during the year
  • + Setting the ball rolling  Written brief sent to every media partner =>every partner given the option to pitch for the allotted budget  For reach channels, ER and CPRP used as the measure for evaluation  For frequency/niche channels properties built around Idea and ground events associated with the properties evaluated
  • + Brief – Star Plus ANNUAL DEAL - Aug’03-Mar’04  Media investment - Rs. 5,85,00,920  FCT availed - 12400  Prime:Non prime - 34:66  ER - 47178  CPRP - 21720  Value additions  8 wks Asso spon of Kehta Hai Dil Tue/21.00  8 wks Asso Spon of Kahin Kisi Roz Mon-Thu/23.30  8 wks Asso Spon of Saara Akash Thu/21.00
  • + Going forward – Media requirements ANNUAL DEAL - Apr’04-Mar’05  Media investment - Rs. 540,00,000  ACD - 30 sec  Prime:Non prime - 50:50  Prime (20:00-24:00, No spots to appear post 24:00)  Nonprime (08:00-20:00) only on weekends  Weekday:Weekend - 50:50  CPRP - 19725 (Normalised to 10 sec)  Value additions  Association with prime time properties/events  No. of properties to exceed previous years offering  First right of refusal for sponsorship on Special properties (events/blockbusters)
  • + Basis for negotiation  Channel performance  Competitive presence  Plans for the year – big properties, exclusivity etc
  • + Background ANNUAL DEAL - Aug’03-Mar’04  Media investment - Rs. 40,00,000  FCT availed - 18180  Prime:Non prime - 66:34  ER - 2200  Value additions  IDEA SERIES  13 wks series titled “IDEA” created around a unique programming line up (with 9- 10 promos across the day - 4 promos for 3 months)  PR press screening in 3 cities (Del, Pun, Hyd). Discovery-Idea co branding at screening and media kit  13 wks Asso Spon of Science Frontiers Tue/20.00  13 wks Asso Spon of Night Safari Sun/22.00
  • + Going forward – Media requirements ANNUAL DEAL - Apr’04-Mar’05  Media investment - Rs. 40,00,000  ACD - 30 sec  Prime:Non prime - 80:20  Prime (20:00-23:00)  Nonprime (08:00-20:00) only on weekends  Weekday:Weekend - 50:50  Time bands to be selected as per our requirements  ER - 1900/10 sec
  • + Going Forward - Media Reqmnts contd  Value additions  INNOVATIONS to be worked around the brand proposition “Stay connected. An Idea can change your life”  To create relevance of the brand proposition by showcasing how ideas change the way people live work and play  Association to go beyond sponsorships,tag on, branding  Association with ground events within IDEA markets  No. of properties to exceed previous years offering  First right of refusal for sponsorship on Special properties  All properties created for the brand become exclusive to the client to use at their discretion
  • + What we got eventually…  13 episodes of Idea series to be aired later in the year  This will air three times a week for 13 weeks  Customised promo to run at a high frequency to drive viewership to the programme  ‘What’s the big Idea?’ contest to be aired during the episodes  This contest promo would be used to create hype for the on- ground+mobile+online contest  The on-ground contest would run in 8 cities (exact cities TBC). Location for on- ground would range from College campuses to Café Coffee Day outlets and other hot-spots  Screening of the series would be done in approximately 14 colleges across two cities (Delhi and Pune) on 50 sqft screens  Participants can write in and say what their big Idea is  Winners with the best Ideas (5 in all) to be captured on air on the channel